The topic of this paper is the role of digital marketing in promotion on case study Avon Facebook page. In the theoretical part, basic concepts related to promotion and advertising focus on digital marketing. Advertising as the most prominent form of the promotional mix was preceded by the creation of digital marketing. With the development of new technologies, especially the Internet, marketing experts have adapted communication tools to target groups, enabling businesses to reach target consumers with minimum resource investment. Internet promotion is becoming a dominant form, especially by using different methods of doping to potential users. Social Networks, most of all forms of Internet communication has an impact on product positioning in consumer awareness.